Abstract
This research purpose is to study the factors that influencing brand equity of sportswear brand among young adult in Malaysia. Since there are a lot of new brand come into the industry, brand equity become more crucial day by day. Moreover, there are varieties of factors to achieve high brand equity. There were 3 objectives in this research study: (1) To investigate the factors that influencing brand equity of sportswear brand among young adult in Malacca, (2) To verify the relationship between brand loyalty, brand awareness, brand image and brand associations with brand equity of sportswear brand among young adult in Malacca, (3) To determine the factors that gives biggest impact on brand equity of sportswear brand among young adult in Malacca. SPSS and SEM PLS techniques were used to analyse the data. These studies were focus for the population of young adult in Malacca and the researcher distributed questionnaires to 200 respondents. This research study can facilitate the marketer of manufacturer to understand the foremost factors that may influence consumer which is young adult to purchase a sportswear brand and will advantage marketers in promoting and raising the sportswear production of original product. The result from this research showed that brand awareness gives the most influenced on brand equity.
Highlights
Today's sportswear industry is booming in Malaysia and sportswear is well-defined mainly as attire and footwear made for sports involvement
The results found that customers comply with take brand extensions more when the quality dissimilarities across the product line are slight instead large (Dacin & Smith, 1994)
Based on fig. 4, it showed the money spent for purchasing brand product in one year by respondents
Summary
Today's sportswear industry is booming in Malaysia and sportswear is well-defined mainly as attire and footwear made for sports involvement. According to Kinuthia et al (2012), awareness of the buyer has been most popular by the competition throughout the economic process, saturation of markets, and knowledge technological development This has influenced the caused to large-scale competition in the clothing industry in sportswear brand. Report on the economic influence of counterfeit shows that the disadvantage from the sportswear business turning into a fashion industry has concerned counterfeiters referred to Organization for Economic Cooperation & Development (OECD) This is because the counterfeit sportswear is simple to supply because it was an immediate production by using grey market channel and it is easy to copy because it is always joined to big events such as the World Cup or another major event wherever counterfeit traders can focus on producing an enormous quantity of fake sportswear. This research will helps and profit marketers in promoting and increasing the sportswear production of original product and it can give valuable foresight to manufactures who want to focus on youth consumers
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